Step 4 – Who is the person within these categories who have the power to buy?

Within each organisation or company we now want to do our market research. In every organisation there is a power structure and there will be people who have the authority to buy. In some companies it will be the Managing Director or the C.E.O. In some organisations it will be the administrator or financial controller. In some organisations where there is a flat-line management structure and there may be a more diffuse group of people with the power to buy. In voluntary organisations it may be a committee. For each company or organisation in Step 3 we need to find the person with the person with the authority to buy what we supply.